Systems Orchestration, Foundational Development

This is How Salesforce and Pardot Work Together

Written by: Alayna Carlson

Salesforce is one of the most popular cloud-based customer relationship management (CRM) platforms in the world. While there are no clear numbers available as to how many businesses use or have used the platform, the company has headquarters in the Americas, Europe, the Middle East, Africa, and the Asia Pacific.

Salesforce has also been named the #1 CRM provider for many years in a row and has an estimated net worth of $124.27 billion (at the start of 2019).

Pardot is a marketing automation platform that was once produced and sold by ExactTarget. Salesforce purchased ExactTarget (and by extension, Pardot) in 2013.

Salesforce customers have the option of integrating Pardot’s marketing automation capabilities into the Salesforce platform. Pardot is technically a standalone platform, but users can get even more value from it by using the two together.

Salesforce now serves as a full spectrum marketing and sales CRM thanks to Pardot. Here’s how the two work in tandem to deliver value.

Salesforce and Pardot Align Sales and Marketing

As part of a sales and marketing technology stack, the Salesforce and Pardot platforms help B2B marketers deploy campaigns and automate marketing processes while delivering a seamless transition of leads from the marketing team to the sales department.

Since the two systems are integrated, there are no disjointed silos between the two departments. Lead, prospect, and customer data can be tracked by both departments throughout the entire customer lifecycle.

The combination of the two platforms also expands your sales and marketing capabilities. Among other capabilities, you can:

  • Assign qualified new leads in Salesforce automatically
  • Track prospect activities and make them visible to your entire team
  • Segment your Pardot marketing database using information from Salesforce
  • Create closed-loop campaign ROI reports

Like other marketing platforms, Pardot comes with features to help you execute and manage digital marketing campaigns through an easy-to-use dashboard. Built-in automation helps you avoid time-consuming manual processes. You also get these other great features:

  • Campaigns (in Pardot, each prospect can only be associated with one campaign)
  • Content
  • Emails
  • Forms
  • Landing Pages
  • Paid Search Management (with keyword monitoring)
  • Prospect segmentation
  • Visitor Reports (documentation of visitor website activity)

Pardot also has a robust reporting mechanism. You can generate reports based on separate marketing elements (emails, forms, etc.) or based on campaigns and other rules.

Pardot and Salesforce Integration

Marketing and sales departments have dealt with the challenge of “handing off” leads from one side to the other for years. Lack of communication between the departments and siloed technology solutions only make it more difficult.

There’s nothing worse than getting on the phone with a sales prospect without enough intelligence to speak to them effectively.

Salesforce and Pardot serve as a solution to this problem. The main purpose of integrating Salesforce and Pardot is to create a much more seamless and streamline customer journey for your leads and prospects.

For example, a customer journey might go as follows:

  1. A visitor comes to your website and fills out a form.
  2. Pardot creates a record of the prospect.
  3. Pardot qualified the prospect and marketers assign it to a sales user.
  4. Salesforce creates a new lead, starting the sales cycle.
  5. Any and all updates to the lead in Salesforce sync back to Pardot, so marketers can view them.
  6. Once the deal is closed, closed-loop campaign ROI is calculated
  7. Revenue is attributed to every touchpoint, including the very first touchpoint on the marketing side.

In the past, marketing departments have often complained that closed deals and revenue are attributed too much to the sales department. Integrating Pardot and Salesforce helps solve the issue of “finger pointing” between the departments by attributing that revenue across the entire customer lifecycle.

Understanding “The Sync”

Integrating the two platforms is a relatively easy process. A managed AppExchange package is installed in Salesforce and a connector is set up in Pardot to establish sync functions.

Creating the “connector” requires the designation of a “connector user.” This is a Salesforce user who can access permissions controls and allow Pardot to access Salesforce. Most companies select someone with authority to take this role, although a user called the “Pardot Integration User” may be created automatically by the system.

This user is important because Pardot only syncs with the data the connector user can see.

If you have multiple business units and your connector user only has access to records from one of them, they won’t be able to sync records from the other.

You can sync with all the records in your system, or you can set up selective synching. Altogether, you can sync the following records and Salesforce objects:

  • Leads
  • Contacts
  • Accounts
  • Opportunities
  • Campaigns
  • Custom Objects

After you’ve integrated the two platforms, just import your existing leads and contacts from Salesforce to Pardot. Future records in either system will then sync automatically.

Add Salesforce and Pardot To Your Marketing Technology Stack

While there are many solutions on the marketing for aligning sales and marketing, the combination of Salesforce and Pardot is one of the most effective ways to share information between the two departments and create a seamless customer experience.

For more information about these two platforms and how they can work together for your business, contact us a Growth Panda.